Media Relations

So a local Realtor buys an irregularly-shaped property with a dilapidated single-family home on it.

Except he wants to tear it down and build a twin.

But the neighbors, all of whom live in nice singles, don’t want to see a twin in their neighborhood. It’ll lower property values, they say, and you never know what kind of riff-raff will live in anything other than a single.

When the Realtor goes to Borough Council for a variance, the neighbors show up to protest. Things get pretty heated between the two sides. He threatens to build an apartment building, which he can do by right, and turn it into Section 8 housing.

Strike one.

With no decision forthcoming from council, the Realtor takes another swing. This time, he paints the crumbling house a lovely shade of hot pink, combined with a touch of vibrant plum.

Strike two.

But the outside paint job is just the first step if the Realtor doesn’t get his way. Fluorescent yellow trim comes next, and he has even talked about raising turkeys on the property. Neighbors say he has threatened to deck the exterior walls with polka dots and representations of horses’ hindquarters.

“If I don’t get my twins, it’s going to be the ugliest single,” he said in a newspaper story. “It’s going to become “Green Acres’ north. That’s my guarantee.”

Strike three.

Here’s a modestly successful Realtor putting his reputation on the line by trying to bully elected officials and neighbors in to giving him what he wants. Rather than working toward a compromise, convincing his opponents why a single-family home won’t work and why a nicely-designed twin would, he has resorted to cheap publicity tactics guaranteed to turn public opinion even more against him.

Even if he happens to win this battle, his professional standing in the community will have taken a major hit. Would you deal with a Realtor who is so mean-spirited and spiteful? Probably not.

That, my friends, is how NOT to wage a battle for the hearts and minds of the public.

Popularity: 39% [?]

I came across this post on the Online Publicity Journal. While I agree that the benefits of a well-written press release are considerable, I disagree that just about anyone can write one and be successful.

There are at least Nine Steps to An Effective Press Release including: understanding what news is and how to meet the media’s needs, developing a relationship with reporters and editors, timing, following up, etc. Even basic formatting, spelling, grammar and punctuation are crucial elements.

That said, I often tell prospective clients they have a choice: they can research the media and develop relationship, research background and statistics, write and draft a release, distribute it and follow up, then hope that the release is effective. Of course, they have to do all this while running the day-to-day operations of their business.

Or they can leave it to a pro.

Most times, it’s a no-brainer.

Popularity: 41% [?]

Twice in the last week I violated one of the most sacred rules in public relations: when it comes to media coverage, promise nothing.

Disaster #1: one of my clients is a public school district. A group of developmentally-challenged and mainstream students — “Best Buddies” — put together a terrific event, essentially turning the high school into New York City for a night of dinner and dancing. It was organized like a movie premier, complete with a red carpet and paparazzi greeting them as they arrived. They raised more than $15,000 in cash and in-kind donations. More than 700 people from 30 high schools in Pennsylvania and New Jersey made reservations.

In the weeks leading up to the event, I told them it was a slam-dunk for TV coverage. I knew it was risky but they were so excited it was hard to resist. I sent out plenty of releases, including a media advisory the day before, hyping the event.

Not a single member of the electronic media showed up. I had a sinking feeling all day when I didn’t hear from any assignment editors. Usually they call just to make sure the event is still scheduled. But I held out hope that because they had heard from me one day earlier, there were no questions.

It was disappointing, to say the least. Even though they had a great time, I could tell the kids were crushed that no real TV cameras were there. And I looked like a schmo for not coming through on my promise.

Disaster #2: I was just getting over Disaster #1 when our local weekly newspaper came out and ruined my day. Another client is downtown business organization that sponsors a “Hot Ribs Cool Jazz Festival” every year. As their first -time PR representative, I assured them a preview story would get good play in the local paper. I talked with the editor in advance, made sure he understood the significance of the event, and gave him plenty of contacts and phone numbers to make his job easier. I even convinced the organization that taking out an ad in the paper would be a nice way to thank them for the coverage.

Of course, I pick up the paper and it’s not on the first page. Ok, it’s inside, right? Wrong. As I turned each page, my blood began to boil. On the third time through, I finally found a three paragraph brief on page 13 along with about a hundred other listings.

I’m still trying to find out what happened on that one.

Bottom line: despite the temptation, NEVER promise a client anything when it comes to press coverage. It’s too unpredictable and out of your control.

Popularity: 40% [?]

Interesting wire story in the Philadelphia Inquirer today about the PR strategy used by Fundamentalist Church of Jesus Christ of Latter Day Saints. Here’s the full story.

While I do not agree with their beliefs, it is interesting to note they handled this crisis the right way, making key people available for media interviews and granting unprecedented access to their property. I especially liked this quote: “What we were trying to do was inject a human element into what was happening here. Put names to faces and not just think of these people as being so different.”

I’m not sure if it will turn public opinion their way, but it sure can’t hurt.

Perfect strategy for CEOs and other company officials to remember in a crisis situation.

Popularity: 43% [?]

Want the easiest way to get your news release noticed by editors and reporters?

Use one of the “est” words in your headline.

Oldest, newest, fastest, slowest, tallest, shortest, longest, fattest, skinniest, deepest, heaviest, lightest, thickest, thinest, smallest, largest, earliest, latest, messiest, neatest.

The “est” list goes on and one. First and last work pretty well, too.

Reporters and editors like to think in terms of extremes. They usually make for good stories. Use that to your advantage. Work one of those words into your next news release headline and I can practically guarantee you the easiest placement you’ve ever had.

Popularity: 67% [?]